Home soda-maker SodaStream will run a commercial during the fourth quarter of Super Bowl XLVII on Feb. 3, reports The New York Times.
The SodaStream spot should introduce an interesting dynamic, as Coca-Cola and the PepsiCo Americas Beverages unit of PepsiCo, are also scheduled to advertise during the game – and the Pepsi-Cola brand is also the sponsor of the halftime show.
As previously reported in Marketing Daily, the redesigned SodaStream product has launched an $18-million global campaign, featuring a TV spot that claims consumers can eliminate use of 2,000 bottles per year by using SodaStream. Tagline: "If you love the bubbles, set them free."
NYT reports that that spot was recently banned from British TV on grounds that it "denigrated" the bottled drinks industry, so SodaStream is now using different creative there that stresses the "love the bubbles" message.
Its plans for its Super Bowl creative said to call for using "love the bubbles" theme, expressed in a different way.